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Saturday newspaper editions in UK
Saturday newspaper editions in UK
Saturday newspaper editions in UK
Saturday newspaper editions in UK
Saturday newspaper editions in UK
Saturday newspaper editions in UK
Saturday newspaper editions in UK
Saturday newspaper editions in UK
Saturday newspaper editions in UK
Saturday newspaper editions in UK
Saturday newspaper editions in UK
Saturday newspaper editions in UK
Saturday newspaper editions in UK
Saturday newspaper editions in UK
Saturday newspaper editions in UK
Saturday newspaper editions in UK
Saturday newspaper editions in UK
Saturday newspaper editions in UK
Saturday newspaper editions in UK
Saturday newspaper editions in UK
Saturday newspaper editions in UK
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Saturday newspaper editions in UK

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  • 1. THE TIMES on Saturday and market research
    George Brock
    Professor and Head of Journalism
    City University London
    Media Research conference, Cairo, April 2010
  • 2. Once upon a time…
    1960s: 2sections, 74 pages
    Early 1980s: 1 section, 28 pages
  • 3. …and in 2006
    2006: 7 sections, 378 pages
    2 2006: 12 sections, 470 pages
    ns
  • 4. THE TIMES on Saturday 2007
  • 5. Late 1980s
    Saturday: lowest circulation of the week
    Print advertising market growing
    1987: Daily Telegraph expands Saturday edition
    The Times, Guardian and Financial Times follow over next few years
    Target: 15-20 circulation “premium” on Saturdays
  • 6. Choices
    How long should the articles be?
    News vs features balance
    How large a package?
    How many pages?
    Balancing advertisment-led and reader-led
  • 7. UK newspaper market
    “national” newspaper competition
    High readership per head
    c 70% of income from advertising
    High single copy sale
    1990 onwards: colour advertising grows
    Sunday papers = magazines
  • 8. What difference does research make?
    Reader research has limits
    Self-knowledge has limits
    Newspaper relationship/feelings complex
    Ad research data probably more important
    Certifiable, verifiable accuracy crucial
    Consumer spending patterns most important of all
  • 9. Key takeaway
    The best research is that which is most completely integrated across all parts of the business
  • 10. What did we find?
    More reading time
    Unexpected: Saturday and Sunday not the same
    Less internet face time
    Opportunity to be distinctive
    Online spinoffs
  • 11. Newspaper readers are active health seekers
    BMRB Healthcare Sept 2009: women aged 20-64. Total sample 2371
  • 12. What did we find?
    More reading time
    Unexpected: Saturday and Sunday not the same
    Less internet face time
    Opportunity to be distinctive
    Online spinoffs
  • 13.
  • 14. To recognise and exploit a new opportunity, you need…
    An assumption, a hypothesis, a hunch
    Commercial basis
    Content
    Research to check and define
    If possible, a “killer app”.
  • 15. What kind of research?
    Anthropological
    Open to all (e.g. at design stage)
    Trends more important than number detail
  • 16. Thegrowthofconsumerleisure
    % of waking hours spent neither at home nor at work excluding travel time, by activity
  • 17. Issues
    Weekend vs weekday
    Friday vs Saturday vs Sunday
    Online + print
    No weekend free papers (yet)
    Different design, writing, production talent required (i.e. there are costs)
    Magazinification
  • 18. Newsines
  • 19. Times/STadrevenuegrowth
  • 20. One last statistic
    In 2004, the Saturday edition of The Times took 40% of the paper’s weekly display advertising income.
  • 21. www.city.ac.uk/journalism/
    www.georgebrock.net

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